By Barry Janoff
April 29, 2015: Major League Baseball is no longer "uninsured."
MLB has signed a deal naming Esurance, the online division of Allstate, as its exclusive auto insurance partner.
The deal begins with company taking title sponsorship of the Esurance MLB All-Star Game Ballot, which for the first time will be all-digital. Balloting begins today at MLB.com and at each of MLB's 30 club sites on the Web, smartphones and tablets.
Financial terms of the multi-year deal were not shared.
In addition, San Francisco-based Esurance said that Buster Posey, three-time World Series champion and two-time All-Star catcher with the San Francisco Giants, has been signed as a brand ambassador.
MLB's most recent partner in the category was State Farm, which ended its alliance after the 2012 season.
“Esurance and Major League Baseball make a great team,” Alan Gellman, CMO for Esurance., said in a statement. “We both share a commitment to meeting the unique needs of fans in today’s modern world, whether that’s on the road, online or on the field, and we are excited to engage with baseball fans through our shared passion for the sport."
Esurance will support with a multi-media platform to include a "360-marketing effort featuring broadcast, digital and social assets," and said it would "collaborate with MLB.com and MLB Network on a new, modern awards platform."
Regarding its alliance with Posey, Esurance said that he "represents the modern face of Major League Baseball," a reference to his winning MLB Network’s "2015 Face of MLB" competition determined by fan voting on social media in conjunction with MLB Advanced Media.
According to Posey, “I’m excited to partner with Esurance because they are an innovative San Francisco-based company that really cares about the experience of its customers. I look forward to working with them to bring some cool, new experiences to baseball fans around the country.”
Voting via the Esurance All-Star Game Ballot ends on July 2 at 11:59 PM (ET)
The 2015 All-Star Game will be played July 14 in the Great America Ballpark in Cincinnati.
“We are proud to welcome Esurance to the Major League Baseball family,” Bob Bowman, president of business and media for MLB, said in a statement. "As a company who is focused on innovation and technology to make insurance more modern, Esurance will be a great partner for Major League Baseball as we continue to enhance the fan experience through technology.”
"We are proud to work with Major League Baseball on their efforts to modernize the fan experience, including digital balloting and other initiatives, which are in perfect alignment with our brand," said Esurance's Gellman.
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